Opportunity seized

The institute's participation in the series was a successful "toe-dipping" experience with the TV industry, Wei said.

"We also want to use the increased interest in space exploration to market a set of interlocking plastic brick toys that we are designing to enable young people, especially students, to develop their knowledge and affection for space exploration," he said.

He added that a subsidiary of the institute－Shanghai ASES Spaceflight Technology－uses the institute's resources to popularize space industry knowledge and culture.

Fans said products such as commemorative pins for each space voyage undertaken by the Shanghai academy are highly collectible items.

Wei's institute is not the only one at the Shanghai academy looking to tap the burgeoning space culture market. The academy's 808th Institute is cooperating with Shanghai Education TV to produce a series of programs for students about the science and technology involved in space exploration, according to Wang Shiying, a video production manager at the institute.

Wang Ya'nan, editor-in-chief of Aerospace Knowledge magazine, said that along with the successes of China's space programs, more people, especially the younger generation, have become interested in the country's space missions. They have started to follow developments in the industry, and they are generating considerable increased demand for products related to the space program.

"Many young people watched TV news about China's robotic landings on the lunar and Martian surfaces, missions by astronauts to build a massive space station, and construction of a global navigation network. Magnificent scenes of giant rockets blasting off, astronauts walking in space, and a probe touching down on Mars are deeply rooted in their memories.

"It is only natural for them to want to learn more about China's space endeavors and to own something connected with space programs, such as books, pins and toys," he said.